Generating Clientele Through Today’s Social Media Marketing
Marketing and client acquisition are multidisciplinary activities that cut across all industries of business. Whether you’re a real estate agent, a biotech sales rep, a freelancer or a director of a fortune 500 company, you’re almost always going to need to acquire new clients and market your offerings to your target audiences – if you want to grow your business.
Your existing local networks and business groups such as your BNI’s, Chamber of Commerces, etc. offer traditional means of connecting with newer audiences. As a means of building clientele, these traditional efforts have worked well for millions of small business owners, including myself. If they are currently part of your marketing mix, keep utilizing them to the fullest potential!
I’ve been an active participant in many of these groups myself. In the past, these methods have proved to be sustainable marketing activities for many businesses in many industries. But today, in a globally competitive, globally connected business environment, small (and large) businesses alike need to adopt growth marketing strategies (in addition to traditional means) that align with the technology that is available and accessible in new markets.
In the event businesses and business owners don’t adopt new tactics, they will be eaten up by competitors, large and smaller.
Among the new tactics, methods and strategies businesses and business owners need to consider, scalability of outreach and audience targeting are of the upmost priority.
I’ve identified two really important focus areas small businesses and business owners need to pay attention to as they think about growth marketing activity and acquiring new clientele.
1. Penetrate Social Spheres
So what does “penetrate social spheres” really mean?
Let’s consider some of the obvious about social media and social media users. If you have a social media profile on a particular social platform, let’s say Facebook, you have a social sphere. Your social sphere consists of your friends list, any groups you’re apart of on the platform, as well as your newsfeed and your messenger application.
So how do I penetrate social spheres?
The most simplistic answer to this question is this: you can penetrate nearly anyone’s social sphere with the right amount of money, (sometimes no money is needed) content, advertisements, direct messages, etc. Another way to look at penetrating social spheres is to look at your online marketing activity as a means to creating connections with new and existing audiences across social platforms.
For example, I run an ongoing ad for my Kush Groove business for a Friday night paint event. The ad targets women between the ages of 26-44 within a 3 mile radius of my location. Through targeting on the Facebook network, I am able to deliver my ads to my target audience on an ongoing basic, thus penetrating their social spheres.
Doing this sounds fairly straight forward, right?
It is. And it’s totally achievable with the correct mix of planning, content and delivery.
However, to penetrate social spheres effectively with impact you’ll need a consistent delivery of content to deepen your penetration.
2. Platform focus on Messaging Applications
So what does platform focusing on Messaging Applications mean?
Why are these social networks two of the most popular in the world?
They connect people all over the globe, for various reasons. Facebook is hugely popular because they offer a platform that allows users from around the world to connect with and interact with each other across a broad range of engagement forums. These include friends, interest groups, business pages, and so much more. They are also able to connect through messaging.
LinkedIn is popular, in part for some of the same reasons Facebook is. One of the only differences, on the surface, between Facebook and LinkedIn is that LinkedIn operates as a social network with a professional jobs, and professional job seekers focus. A bit different in ethos than Facebook, but nonetheless, users on the platform connect through messaging.
So if you’re working on existing social platforms and looking for some insight into which ones are most effective for your business, for me Facebook and LinkedIn are the messaging platforms I recommend focusing on the most.
These are the platforms where a large majority of your potential customers are consolidated, allowing you to target your outreach at scale, ultimately increasing your capacity.
These platforms also offer software additions that allow you to automate, scale and penetrate user profiles. Learn more about these additions and how you can integrate them into your marketing strategy.
Here are links to 2 software additions:
If you’re interested in learning hands on how to implement growth marketing tactics on your next marketing campaign, sign up for my 2 hour workshop held at the Cambridge Real Estate Collaborative.